With just days before Super Bowl XLIX, the NFL and internet search giant Google have struck a video highlights deal that will show official NFL highlights on YouTube and that will appear in Google search results.

The deal, the latest in a series of digital partnerships the NFL has established, will enable fans to engage with NFL video content on PCs, tablets and mobile phones.

Content posted to the NFL’s official channel on YouTube will include game previews, in-game highlights, post-game recaps as well as clips featuring news, analysis, fantasy football advice, and other select content from NFL Network and NFL.com.

As well as this NFL game highlights and content will be available through Google Search. A simple Google search will display official NFL video along with related news and information all delivered to the user in one distinct box at the top of the search results.

Kick-off time and broadcast information for every NFL game will also be prominently displayed in Google Search.

Google will sell ads on the back of the information and video clips and share the revenue with the NFL.

The deal will also see Google promote NFL heavily on YouTube.

Digital kick-off for a TV nation

“Partnering with YouTube and Google provides the NFL unique access to millions of highly engaged fans through the global leader in video and search,” said Hans Schroeder, senior vice-president, Media Strategy, Business Development and Sales for the National Football League.

“We continue to see an insatiable appetite for digital video content, and this partnership further expands fans’ ability to discover and access NFL content throughout the year.”

According to Nielsen last year’s Super Bowl viewing online reached 202.3m unique viewers – 80pc of all TV homes and 68pc of potential viewers in the US.